Feedback Form
Home Features Mastermind Forums About Advertise Blog Network Contact Be An Author

How to Make Your Web Site Press Friendly

How to Make Your Web Site Press Friendly

Many corporate managers find themselves spending tens of thousands of dollars or more, establishing and maintaining a web site. In addition, they may spend tens of thousands more on public relations.

Most of today's journalists use the web for their research. It's very effective. Many of them like doing research at night or during odd hours, when they don't need to be answering phones. However, when a journalist or editor visits the web site to do some research and write about a company or its products, often they can't find what they are looking for. When your pr department is home asleep, your web site is your only representative to the press.

Here are several tips to make your web site press friendly:



Organization and Information

Is your site well organized? Is there a good and logical site map with a Find/search button? Does your web site allow journalists to readily find specific information as it is needed. "Be fast, easy to navigate, and have basic info on the home page," counsels Loring Wirbel of EE Times.

Editors are in a hurry. If they can't find what they need with a minimum of hassle, they are off to another site. Happy editors write good copy. You don't want to irritate them. Make sure your site map is complete, up to date and accurate.

"I hate broken URLs and pages under construction," added Dave Bursky, Executive Editor at Electronic Design.

Comprehensive Product/Technology Sections

Writers may not be up to speed on the technology. Some editors are looking for the big picture, the 50,0000 foot viewpoint. Others want the nuts and bolts of your technology and product. Your site should be able to provide access to various levels of technical expertise.

Your web site should have comprehensive product sections that include:

* Data sheets
* Feature spotlights
* Press releases
* White papers
* Awards
* Past press coverage
* Short and detailed descriptions of each product
* Thumbnail and high resolution pictures for each products

Many times journalists are seeking certain types of products and do not have the patience to call up product info page by page to check on each and every product.

Make sure your site information is up-to-date regarding product names, product features, prices, etc. Journalists may go directly to your site and print information they find there without double-checking to see if it is correct or not.

Press release sections are very important as well. "Your press releases section should be searchable by date and by topic," said Richard Adhikari, freelance journalist with InformationWeek. A good site needs comprehensive and well written press releases with good, up to date contact names and numbers listed.


Comprehensive Product/Technology Sections

Writers may not be up to speed on the technology. Some editors are looking for the big picture, the 50,0000 foot viewpoint. Others want the nuts and bolts of your technology and product. Your site should be able to provide access to various levels of technical expertise.

Your web site should have comprehensive product sections that include:

* Data sheets
* Feature spotlights
* Press releases
* White papers
* Awards
* Past press coverage
* Short and detailed descriptions of each product
* Thumbnail and high resolution pictures for each products

Many times journalists are seeking certain types of products and do not have the patience to call up product info page by page to check on each and every product.

Make sure your site information is up-to-date regarding product names, product features, prices, etc. Journalists may go directly to your site and print information they find there without double-checking to see if it is correct or not.

Press release sections are very important as well. "Your press releases section should be searchable by date and by topic," said Richard Adhikari, freelance journalist with InformationWeek. A good site needs comprehensive and well written press releases with good, up to date contact names and numbers listed.

Graphics

Graphics, photos, charts and other illustrated artwork is very important. I have found that good art greatly improves your odds of getting positive press coverage. Include both product photos and technology illustrations. The best product photos include people using your product.

Don't just post pictures on your web site - make it easy for writers and production departments to download the art as needed. For example, Inside Out Networks of Austin Texas posts thumbnail photos and illustrations with links to a set of easily downloadable high-resolution images. The writer can download and include a small JPEG. Later the publication's production staff can go back and download the full high-resolution image suitable for printing on the cover.



Alternate Non-Graphic Version

Provide an alternate non-graphic version of your web site that provides fast access. Nice graphics, frames and Java animations are cool but slow.

"A plain-text, frameless and caffeine free alternate site is very important for journalists who don't have time to look at your refrigerator art," says David Hakala of PC World and SmartPartner. "40-50 percent of surfers cruise with graphics turned off, and if I can't find things that way then you're SOL."

And, to sum up:

Keep your web site well organized, up to date and provide current contacts. Make sure that all relevant product, corporate and technology information is easily accessible. Editors and writers have different needs than your customers and casual web surfers. When you design and set up your corporate web site, remember that the press are important. Don't ignore their needs or they'll ignore your company.

Readily Available Contact List

Writers often need a little extra that can't be found on the web site. Maybe they need a quote from the president or a copy of your software to review. You need someone that can handle and respond to the press's demands. Because, if those demands are not met, the editor will throw her hands up in disgust, and move onto to a more press friendly web site. David Hakala of PC World and SmartPartner wants a contact list right on the home page, so there is no delay getting the information he needs ASAP.

"My biggest frustrations concern contact information," says John San Filippo, editor of ComputorEdge. "On some sites, I can't find a single iota of contact information. The next worst thing is e-mail-only contact information. When you're in a hurry, the phone beats e-mail any day of the week. Every corporate site should include phone numbers for press people."

"The thing I most often find missing is complete contact info. For example, the address, and phone number that readers' should call for more info so that I can publish it. And the press contact I can call for more info," complained Maury Wright at Commverge. "Many companies remove that contact info from releases before posting them on the web. Either leave the info in or have a separate press section with an up to date list of press contacts."

Often writers are working on a deadline and can't wait a day or two for someone to get around to reading the email inquiries. A phone with a live person answering it during working hours is the best solution. By the way, it might seem obvious, make sure email and snail mail addresses are correct. Also, make sure your public relations and marketing people check their email in-boxes regularly (several times a day) and follow up on opportunities.

By Mark Shapiro mshapiro@srs-techpr.com







How to Make Your Web Site Press Friendly - To learn more about this author, visit Mark Shapiro's Website.

Like this article? Share it with your friends

Article Feedback
 Article Feedback No article feedback found.
  Leave Your Feedback
article feedback

Article Feedback
Evan Carmichael
I've created this section on my site to share some of the incredible tools that I've used to build my business. I hope you too can benefit from them and look forward to hearing your feedback on the reviews! - Visit Evan Carmichael's Website

Cheryl Matthynssens

Cheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur.  Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well.  A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles.  She opened up a small affiliate site - The Balance Guide-  to help others find resources for mental and emotional well being.  Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com

- Visit Cheryl Matthynssens's Website

John Brennan
John Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website

Kim Castle
With nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website

George Ludwig
George Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website


To learn more about the Evan Elite Author Program please contact us.

About The Author


Mark Shapiro
(Visit Mark's Website) Over 15 years of successful experience in high tech PR and media relations. This includes the areas of Embedded hardware and software, telecom, eCommerce, storage, consumer electrpnics and internet services, SaaS, networking, wireless networking, zigbee, content delivery, internet and broadcast video, consumer video, etc.

I have worked with start-ups, small and medium companies as well as large international technology organizations.  As a small operation, we are very affordable and responsive.

For help with your company's PR, please contact Mark Shapiro at 619 249 7742 or mshapiro@srs-techpr.com


Mark Shapiro is a Gold author on EvanCarmichael.com
About The Author

View Author Blog
View Author Blog

View Author Video
View Author Video

Free Downloads


Mark Shapiro's

Complete
List Of
Public-Relations
Articles

Name
Email
If you enjoyed this article, get Mark Shapiro's Complete List of Public-Relations Articles For FREE!

More Mark Shapiro
Internet Video Magazine adds five great new funny videos
How to create an Online Press Room for Your Business
Is Video on Cell Phones the Killer Application for Telecom
How to put your videos on YouTube
How You Can Make Money With Internet Video
Why Arent the WildFire Survivors Back Home Yet
Your Business How to Pick a Camcorder
How to Make Your Web Site Press Friendly
How to be Interviewed by the Press
Free Downloads


 
 
 


Evan Elite Authors
Linda Richardson  
John Alexander  
Kim Castle  
Evan Elite Authors

Become An Author
Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details.
Become An Author

Evan's Latest Video
Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media
Evan's Latest Video

Business Opportunities
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"

How to Start An Online Business

Click Here To Learn More
Business Opportunities



Evan's Newsletter
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
Name:
Email:
Evan`s Newsletter

Free Downloads
Create A Mission Statement Icon Create A Mission Statement
Workplace Culture Icon Workplace Culture
Trainning Template Icon Trainning Template
Business / Personal Plan Icon Business / Personal Plan
Consultative Selling ebook Icon Consultative Selling ebook
Free Downloads - Complete List

Entrepreneur Tools and Guides
Top 50 Political Blogs
Top 50 Political Blogs
Top Political Blogs of 2009
 
Write The Press Release
Write The PR
Press Release Builder
 
Entrepreneur Tools and Guides

SEO For Africa
SEO For Africa
Juliette GBEDASSI Cotonou, Benin,
Juliette GBEDASSI
Cotonou, Benin
SEO For Africa

If I Were A Startup...
Jonathan Voigt, $214k to $507k in 2 years
Jonathan Voigt
$214k to $507k in 2 years
Razor Suleman, $143k to $5.4 Mil in 5 years
Razor Suleman
$143k to $5.4 Mil in 5 years
If I Were A Startup... - Complete List

Famous Entrepreneurs
Simon Cowell, American Idol
Simon Cowell
American Idol
Vera Wang, Vera Wang
Vera Wang
Vera Wang
Famous Entrepreneurs - Complete List

Entrepreneur Advice
Timothy Ferriss, 4 Hour Work Week
Timothy Ferriss
4 Hour Work Week
Michael Gerber, The E Myth
Michael Gerber
The E Myth
Entrepreneur Advice - Complete List

Popular Articles
(Premium Authors)

     7 Steps to Acquiring an Instant Intellect
By Michelle Cubas
     Which is it - Strategic Plan or Strategic Plan of Action?
By Michelle Cubas
     Business Literacy Stimulates Entrepreneurial and Personal Mastery—Part 1
By Michelle Cubas

Have A Suggestion?
Toronto Salsa Classes / Toronto Salsa Lessons Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
Have A Suggestion?

More Evan Carmichael
More Information